Agencies on the rise of brand-led reviews

Creative Theory takes inclusive generative AI OOH | TDA Boulder, Purely Elizabeth say "Savor the Start" | Dentsu Creative, Fat Joe hype the US Open Created for {EMAIL} | [Web Version]( May 29, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Creative Theory takes inclusive generative AI OOH]( Creative Theory, an independent Black-owned creative agency, unveiled an out-of-home "What Prompted You?" campaign that highlights how generative AI can produce diverse content, but only when prompted by diverse creative themselves. "You'll still need that human input to create the most inclusive outputs," says Gary Williams Jr., co-founder and creative chief of the agency, adding, "[I]f Black and brown underrepresented communities are not involved in building testing and using these tools, [they] will continue to be left behind." Full Story: [Ad Age (tiered subscription model)]( (5/28), [Campaign US (tiered subscription model)]( (5/28), [Adweek]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( Innovation starts here. Looking to create a new product that will capture the hearts of your consumers? Or is your focus on reducing costs and decarbonizing production? Whatever your current vision, we're dedicated to innovating both with you and for you to build a more resilient and profitable future. [Discover here]( ADVERTISEMENT: [] Creative [] [TDA Boulder, Purely Elizabeth say "Savor the Start"]( [TDA Boulder, Purely Elizabeth say "Savor the Start"]( (Purely Elizabeth/YouTube) TDA Boulder created "Savor the Start" for Purely Elizabeth, the granola brand's first national push, which is running across connected TV, online video, audio and out of home in select cities, with media managed by Apollo Partners. One 30-second spot shows how a bowl of Purely Elizabeth in the morning can lead to other good choices, and perhaps even a transcendental state. Full Story: [Ad Age (tiered subscription model)]( (5/28), [DesignRush]( (5/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Dentsu Creative, Fat Joe hype the US Open]( [Dentsu Creative, Fat Joe hype the US Open]( (US Open Tennis Championships/YouTube) Dentsu Creative tapped rapper and Bronx native Fat Joe to be the voice of this year's US Open campaign for the US Tennis Association, which will have a heavy social media focus and also run across TV, digital, radio and streaming audio. Two fast-paced 30-second spots highlight the tennis stars who will be competing and the on-site experiences available, while promising, "Spectacular Awaits." Full Story: [Adweek]( (5/28), [Complex online]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Agencies on the rise of brand-led reviews]( Agency executives report a rise in brands conducting agency reviews, rather than using search consultants, and some are being led by fractional chief marketing officers. Some agencies say this shift can lead to problems in the pitching process, such as a lack of budget transparency or being ghosted, but the 4A's Matt Kasindorf says the involvement of the right CMO can, "from a relationship perspective," be "like a gold standard." Full Story: [Ad Age (tiered subscription model)]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Agencies must adapt to new AI business models]( With the integration of automation and AI into agencies, organizations can bring ideas to market faster while using fewer resources, leading to some changes to the agency compensation model, writes Alison Weissbrot. The ANA and 4A's created a toolkit to help agencies update their business models ahead of the industry changes to come. "The premise of transformation is daunting, expensive and hard -- but agencies can't delay testing and learning into new business models now," Weissbrot writes. Full Story: [Campaign US (tiered subscription model)]( (5/24) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Nonverbal Communications Skills -- The 10 Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Best Practices for Email Etiquette]( - [11 Habits That Will Give You A Complete And Successful Life]( - [Creating Positive Habits - The Ultimate Guide]( [] Agency News [] [Alma reveals new branding as an "ungeneral agency"]( [Alma reveals new branding as an "ungeneral agency"]( (Alma/YouTube) Alma is changing its brand positioning, marketing itself as an "ungeneral agency" with a new logo and video that explains the shift. "The ongoing demographic shifts that have been taking place confirm that the general market is not general anymore; it's highly complex, it's not uniform," says Managing Director Ana Bermudez Full Story: [Ad Age (tiered subscription model)]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Ad market marks 13th month of growth]( Ad spending in the US rose 9.1% year-to-year during April, Guideline's US Ad Market Tracker reports, marking the 13th month of increases in a row and putting the market solidly in an expansion phase. The leading 10 ad categories expanded 4.6%, while all others grew 15.5%. Full Story: [MediaPost Communications (free registration)]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Management Practitioners Forum: June 4 to 5, Chicago]( Less than a week away! Disruption remains a constant in our industry. How you equip yourself to deal with it will set you apart as a leader and set up your independent agency for lasting success with sustained growth. At MPF, gain strategies and insights to navigate challenges and turn them into opportunities for agency differentiation. Gather with agency peers and industry thought leaders at our premier annual, [members-only conference]( designed for leaders of independent agencies. We will explore the theme "Leading Through Continued Disruption," covering topics pertaining to technology, talent, compensation, creativity, business development, leadership and more. [Register now](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [Member-exclusive guidance: Navigating the Health Data Privacy Landscape]( Attention health care marketers! The 4A's and Coalition for Healthcare Communication (CHC) members-only guide is a first-of-its-kind [industry guidance]( designed to help agencies better understand health data privacy compliance given the new wave of laws and regulations cropping up. It provides an overview of the state-level laws, recent federal regulatory changes and enforcement actions, best practices for agencies and counsel around HIPAA compliance including HIPAA-compliance software vendors and certification. [Log in to get the guide](. [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. Help Spread the Word [SHARE]( Or copy and share your personalized link: smartbrief.com/aaaa/?referrerId=iXmpAZYZQV [] [] You don't want to continue to do one thing and only one thing. 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